Wednesday, January 26, 2011

Max's Restaurant Opens In Zamboanga City

Max's halo-halo and its own brand of ketshup and the staff of the restaurant pose during a news conference Wednesday, January 26, 2011 in Zamboanga City in the southern Philippines. (Jung Francisco - Mindanao Examiner Photo)

ZAMBOANGA CITY, Philippines (Mindanao Examiner / Jan. 26, 2011) – The beautiful Zamboanga, branded as Asia’s Latin City, has become the birthplace to the 119th branch of one of the Philippines’ leading fast-casual dining restaurant – Max’s – that traces its roots to a family’s generosity and passion for good food.

Max’s, “the house that chicken built,” continues to innovate and expand worldwide with plans to open branches in Dubai and Australia. It currently has 8 branches in the United States and another in Canada.

Zamboanga is the second branch to open in the culture-rich Mindanao region in the southern Philippines. The other is in Cagayan de Oro, known as the “City of Golden Friendship.”

Today, Max’s Restaurant has established itself as a household name, an institution, and a proud Filipino tradition, zealously upholding the values passed on from its early beginnings in 1945 to the present–day generation of food aficionados, said Arnie Demerin, Franchise Area Manager for Max's Visayas and Mindanao.

He said Max’s Zamboanga also brings to the table heartwarming flavors that are sure to resonate in the mouth of customers. Filipino favorites like Max’s sarap-to-the-bones fried chicken and a mélange of flavors in menu additions that perfectly complement the chicken.

“These are all meticulously prepared using heirloom recipes that have been in the Max’s tradition for more than six decades,” Demerin said at a news conference.

He said the food ingredients of the restaurant conform to the highest standard Max’s is popularly known and is also “Halal” certified. Halal is a term designating any object or an action which is permissible to use or engage in, according to Islamic law.

“The Islamic Da’wah Council of the Philippines has granted Max’s Zamboanga its Halal certification as guarantee that all of Max’s ingredients and food preparations are not only fresh but permissible under the Islamic law, for the benefit of Max’s avid customers in Zamboanga,” Demerin said.

Demerin also introduced the home-brand Max's Ketchup and their "giant" halo-halo and special salmon cooked in tamarind soup and the ever-popular fried chicken with fried sweet potatoes on the side.

Bobby Simobrio, Corporate Communications Officer for Max’s Group of Companies, said: “People come together because of something they all share – the love for good food. We bring this experience to a higher level by offering something new, yet distinctly homegrown to pique our customers’ appetites.”

“Max’s continuous growth is spurred by its passion to reinvent itself without losing its sense of tradition. For more than six decades, Max’s has remained unfazed by challenges and has maintained its solid position as an innovative, continuously evolving and thriving brand both in the Philippines and abroad.”

Max’s Zamboanga also offers amenities and packages ideal for business meetings, weddings, christenings, debuts and children’s parties.

Among those who also attended the news conference were Cathy See, Assistant Marketing Manager for Regional and Franchise; Jessa Bien, Marketing Services Officer; Michael Tacadena, Branch Manager for Max's Zamboanga, and Maui Terrado, of the Bright Idea Events Management. (Jung Francisco and Noel Deles)

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